BALANCING B2C AND B2B STRATEGIES

THE OPPORTUNITY

Adecco is a leading global workforce solutions company that is always striving to attract great talent for its clients, creating a need to have both a strong consumer brand (to attract candidates) and a strong business-to-business brand (to engage clients). The company had grown through acquisition and needed to re-focus on building its master brand. The company had also appointed a new CEO for its U.S. operations and we needed to establish him as well as other members of the leadership team industry thought leaders.

STRATEGY

Our strategy to increase awareness with potential job candidates focused on the launch of a survey series called, “Profiles of the American Worker”, where we polled people to learn about views of workplace trends and issues. The thought leadership campaign focused on the monthly jobs report, issued by the Bureau of Labor Statistics on the first Friday of every month, providing a timely platform for our leaders to discuss the economy as it related to employment on a consistent basis. Coming out of the last recession, jobs were one of the most important topics in the nation and Adecco helped lead the dialogue for both companies and candidates.

RESULTS

The Profiles of the American Worker survey series was regularly featured as a USA Today Snapshot and also garnered coverage in Fast Company, BusinessWeek, The Washington Post and The New York Times

Each month, our CEO and other business leaders were regular commentators in top tier media outlets including CNBC, CNN, The Associated Press, The Wall Street Journal, Dow Jones, Reuters, Fox Business and Bloomberg TV, discussing the latest jobs figures, trends we were seeing in the labor market and labor trends by industry